FRESH attempts will be made this week to clamp down on junk food advertising aimed at children.

A Bill is due to be introduced in the Commons calling for a ban on TV advertising of food and drink high in salt, sugar and fat to under-five-year-olds.

The move comes at a time of heightened concern about the possible impact advertising has on children's diets.

British experts who published a study in September said they believed advertising strongly influences what youngsters say they prefer.

The study, commissioned by the Food Standards Agency, discovered that TV adverts targeted at children were dominated by breakfast cereals containing sugar, soft drinks, sweets, and other snacks.

Separate research from the University of Liverpool last month found obese children are more receptive to food adverts than normal weight youngsters. The most recent estimates suggest that by 2001, some 8.5% of six-year-olds and 15% of 15-year-olds in England were obese.

Debra Shipley, Labour MP for Stourbridge, whose Bill is due to be introduced through a 10-minute motion on Tuesday, said, "Irresponsible food and drink manufacturers ruthlessly target children through television advertising and clever marketing strategies.

"No mention is made of the fact that high fat, high sugar and high salt food anddrink can cause obesity and diabetes.

"My Bill will prevent these kinds of foods being foisted on pre-school children."

A previous Bill from Ms Shipley on the same subject ran out of parliamentary time earlier this year.

The campaign to ban food advertising to children has the support of nearly 90 organisations including the National Consumer Council, the Women's Institute, lobby group the Food Commission, and the National Union of Teachers (NUT).

Doug McAvoy, NUT general secretary said, "The NUT is deeply alarmed at the impact of poor diet on children's health and their capacity to learn."